Rags to Riches
So you've been charged with starting a corporate apparel program and are panicked because: A - you have no idea where to begin and B - fashion isn't your forte. Take a deep breath; you don't have to be an inner fashionista to launch a smart corporate apparel program. The secret is to be a decision maker who knows his or her audience.
Your goal is to make available a selection of corporate apparel that accommodates a wide audience within a set framework. What you want is a program that facilitates a consistent brand image; creates a sense of cohesiveness and pride among employees; allows people to work effectively; and, in some cases enables customers to identify your people.
Tips for Getting Started
START SMALL AND BUILD IN LAYERS. Depending on the size of your organization, putting together a complete wardrobe all at once may not be an option. Budget, time and other constraints mean that many companies build their corporate apparel program over a series of months, if not years. If this is the case, plan ahead: start with a smart polo and move forward with an eye on adding layers, perhaps a long-sleeve option then fleece and jacket. Once you have the ground work in place, you can branch out into other styles and features.
BE SELECTIVE. While it might be tempting (and easier) to pack the company store with every style and piece of clothing in your trademark corporate blue, it's much more than that. A corporate apparel program can't be everything to everyone. It's up to you to make those choices and edit your selection down to pieces that meet the needs of end users and fulfill the corporate agenda. A corporate apparel program without a clear focus may well backfire; instead of presenting a consistent brand image you'll just end up with a sea of blue.
KNOW YOUR END USER. Corporate apparel has to be functional. While a white button down might appeal to those in head office, it'll be disaster for those on the loading dock. Take stock of everyone in your organization and what they wear to work now. Your program may have to accommodate a number of diverse needs from a starched professional look to easy wash and wear T-shirts. If your delivery people need to wear coats, providing them with a nice polo shirt is a waste of time. If you're not sure, do a survey or ask people from different departments to weigh in on a couple of options. People will be more accepting of a corporate apparel program if they feel their needs are being considered.
BALANCE OF THE SEXES. Gone are the days of so-called unisex gear that was designed for men but worn by everyone. From well-placed darts to female-friendly cuts and added piping, these days corporate apparel embraces women in the workplace. When developing a comprehensive program, women's apparel is an essential part of the mix.
FOCUS ON THE BRAND. While you want people to feel good and be able to perform in what they're wearing, chances are you're dealing with a wide audience and diverse tastes. A corporate apparel program by its very nature can not accommodate everyone's personal style: it's about reinforcing your company's brand and that should be foremost in your mind. Luckily with the wide selection of products on offer, you can usually strike a happy medium by giving people something they feel comfortable in without compromising your message.
YOU GET WHAT YOU PAY FOR. Budget is always a consideration when choosing corporate apparel, but don't be blinded by the bottom line. Investing in more expensive fabrics and quality pieces pays off in the long run. If you're looking for uniforms, for example, less expensive options may be tempting, but consider durability and wearability. If an employee is wearing a shirt everyday it needs to stand up to constant washing and wear and tear. When it comes to incentives and rewards it's often better to opt for items that have a higher perceived value, such as a fleece or jacket. The quality of clothing you choose is a reflection of your brand and cutting corners today may cost you tomorrow.
CONSULT A PROFESSIONAL. Momentum Apparel has the know-how to make your job easier. Whether you're just starting out or ready to take your apparel program to a new level, our experts are happy to help!
*article quoted from Trimark Sportswear